Created by JWT and produced by Grand Visual, the campaign promotes Benadryl’s Social Pollen Count App by behaving in a similar way to the App – delivering real-time, relevant information whatever your location.
The tactical campaign was planned and booked by GroupM Primus and Kinetic and runs during the summer period, when grass pollen allergies affect 95% of hay fever sufferers. Dynamic content is managed, updated and distributed through OpenLoop. Digital posters and billboards are regionally activated when the pollen count is High/Very High according to MET Office readings that day.
The campaign, created by JWT, retains the brand's 'War on allergies' theme. It is based on the concept of sufferers being under attack from pollen and other allergens.
The activity is designed to engender loyalty in the category, which is dominated by BOGOF promotions.
As well as TV work, the latest phase of the campaign includes online banner ads and social media. The digital activity is intended to drive visitors to a new consumer website intended to demonstrate that Benadryl understands the needs of allergy sufferers and offering resources to help them fight the problem.
The heavy use of online work is a break from the norm, as hayfever and allergy-relief brands have previously tended to push spend into TV.
Benadryl is also hoping to benefit from the fact that most allergy information and advice available online is unbranded.
The site has been designed on the theme of a resistance fighters' bunker, with video clips of military-style characters guiding users through the information.
Information gained:
The Benadryl campaign focuses upon location based pollon counts to inform customers and promote sales. By using an up to date system, the consumer is able make an informed decission as to whether they should buy hayfever relief.
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